Jonathan's Blog

Not sure what happened, in my phone interview for Facebook, but when the hiring manager asked me to describe a plan to get 10 million restaurants already on Facebook to run ads, I kinda blanked! Then I came up with a pretty subpar answer involving calls to restaurants with FB ad experts (similar to what Google is doing with Adwords right now). Next time, I just need to take a breath and think though my marketing framework before answering these kind of exercise questions.

If I could do it all over again, this is how I would lay out my SMB restaurant marketing plan (Tell me what you think!):

Question framework:

Objective: Determine how Facebook currently segments restaurants and the points of the friction in running ads, in order to look for improvements.

  • How does FB segment restaurants?
  • What has been the best converting segment?
  • What have restaurants reported as the most difficult parts of running a FB ad campaign?

Segments

Assuming all 10 million restaurant owners being targeted have ad accounts. These segments also act as stages of a funnel, where the last stage is for the restaurant to have such a positive experience with FB ads that they will refer other restaurants.

  1. Never created an ad campaign and have no FB page
  2.  Never created an ad campaign and have a FB page
  3. Created an ad campaign but never ran it
  4. Ran an ad campaign but got disappointing results (low CTR, conversion, etc.)
  5. Ran an ad campaign and got good results (high CTR, conversion, etc.)

Marketing Campaigns For Each Segment

Never created an ad campaign and have no FB page

  • Email drip campaign with stories of restaurants that saw the benefits of FB pages

Never created an ad campaign and have a FB page

  • Email drip campaign with stories of restaurants using ads to generate likes for their page and how that led to increase in business

Created an ad campaign but never ran it

  • Open with email to redeem an offer for $100 of ad credit if they start their campaign now
  • Retarget with similar offer 1 week later
  • Email to schedule call with FB Ad expert to optimize campaign and pair it with free credit

Ran an ad campaign but got disappointing results (low CTR, conversion, etc.)

  • Email to schedule call with FB Ad expert to optimize campaign and pair it with free credit
  • Offer free ad creative design service

Ran an ad campaign and got good results (high CTR, conversion, etc.)

  • Use email, FB ads, retargeting to offer a Dropbox style referral program where the referrer and referree both get $100 of ad credit. Getting the ad credit requires the referree to actually run their first FB campaign.

Worked growth marketing in startups my whole career and now sharing my stories on this blog. Always down to grab some coffee and talk shop.

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